• orange n nike
• strong n memorable
• age n experience
• 'don't' namin case
• hypocrisy or not??!
• (meaningful) brand interactionz
• accidental brandin
• on lovemarkz
• how not 2 name
• mission statement buildin

• juli 2008
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orange n nike

in two big... separate splashez... orange switchez 2 "togetha we can do more"/"i iz"... while nike celebratez it 20 year-old slogan "just do it" n shows no intention 2 retire it.

it spectacular... large-scale case uv brand communicator dilemma bout bein widenin up or narrowin down. wit forma... u win vast campaignabilitee but risk losin focus. wit latta... u get gusto n intensitee... but liv wit danga uv runnin out uv contxt.

orange chose... n 4 many year thrived on... slightli narrowa go that dealt wit positivitee n optimism. brightness iz inherentli so... unless u photophobe. now it switchez 2 tune that got no inherent positivitee n it just dandy 2 hear durin both good n bad (read= recession) timez.

nike... on otha hand... neva had 2 worry= it wuz inspired enough few decadez ago 2 choose sumthin that wurkz wit both glitz n gloom... couch potatoez n tiga... pessimist n optimist.

juli 21... 2008 | permalink | comment (0) | trackbak (0)

technorati tag= just do it... nike... orange... togetha we can do more

strong n memorable

if u out 2 build brand associationz... u may want 2 get good sense uv wtf "strong n memorable" meanz... rite??! well... if u want 2 get good taste... look where all bad t-shirt go.

leavin aside political incorrectness... misogyny... n outrite psychopathology... it good lesson on how 2 get "strong n memorable". n lesson iz eventualli bout conciseness n darin.

june 10... 2008 | permalink | comment (0) | trackbak (0)

technorati tag= brand associationz... conciseness... darin... strong n memorable

age n experience

don't necessarili guarantee win... includin when we talkin brand.

think milkysoft vz. ibm... bout bilian year ago.

think gurgl vz. res uv se world... as earli as last century.

n now... think obama vz. clinton. younga... more inexperienced brand beat olda... deepli entrenched 1. why??! consistency (comin out uv serenitee uv smart underdog) n gut (that b "audacitee uv hope"... in political parlance ;-).

lessonz 2 learn 4 all brand owna or managa who r crushed unda smallness... youthfulness or finanshl limitationz uv their brand.

june 05... 2008 | permalink | comment (0) | trackbak (0)

technorati tag= age... brandin success factor... clinton... experience... obama